CARY, N.C. – November 04, 2026 -- Cotton Incorporated's Blue Jeans Go Green denim recycling program has collected more than 6 million pieces of denim over 20 years. The collections diverted over 3,000 tons of textile waste from landfills and produced more than 12 million square feet of denim insulation.
More than 100 brands and retailers have joined the program since 2006
The program began in 2006 as a college campus denim drive. It now runs through consumers, retailers, schools and community organizations.
Madewell has collected more than 1 million pieces and was the first retailer to offer year-round recycling. Carhartt, a partner for over 15 years, has diverted more than 67 tons. American Eagle Outfitters (AEO), a participant since 2008, has passed 1 million pairs of jeans recycled. Those jeans became products including building insulation and sustainable packaging. AEO loyalty members receive $10 off a new pair of jeans when they recycle old denim in-store.
Schools and educational organizations have contributed more than 350,000 pieces through campus drives and design contests.
U.S. textile recycling stays at 14.7% while 81% of consumers express interest
More than 11 million tons of textile waste was landfilled in 2018 alone, and only 14.7% of textiles were recycled nationally, according to the EPA figures cited by Cotton Incorporated. In the company's 2025 Lifestyle Monitor survey (n=500), 81% of consumers said they are interested in clothing recycling. The same research puts the average American's jeans ownership at six pairs.
Cotton Incorporated unveils Mt. Denim installation at New York anniversary event
The company is hosting an anniversary celebration in New York City with retail partners, press and friends of the brand. Its centerpiece, Mt. Denim, is an art installation built from worn denim. It represents the volume of material the program has diverted from landfills over two decades.
Cotton Incorporated plans to strengthen partnerships and expand denim recycling opportunities. President and CEO William Kimbrell said the program has shown cotton's value extends beyond a favorite pair of jeans, "giving denim a second life" with retail partners and consumers.